https://www.youtube.com/watch?v=ecRsopt306k
A lot of financial planners, car dealers and other direct clients. Agencies: forget it.
A lot of financial planners, car dealers and other direct clients. Agencies: forget it.
I would be very interested in a critique of this presentation by Messers Edwardo and Big A (among others who routinely shoot down efforts to sell to Boomers).
But the real issue here, and Holland doesn't address it at all, is that the demo he's talking about HATES commercials. They HATE being sold products. When the phone rings and it's a sales pitch, they hang up. When the music stops and commercials start, they turn off the radio. They're not influenced by advertising. They prefer self-discovery. They prefer word of mouth. They prefer to have people they trust share information with them.
But the real issue here, and Holland doesn't address it at all, is that the demo he's talking about HATES commercials. They HATE being sold products. When the phone rings and it's a sales pitch, they hang up. When the music stops and commercials start, they turn off the radio. They're not influenced by advertising. They prefer self-discovery. They prefer word of mouth. They prefer to have people they trust share information with them. That process works better in talk radio than it does in music radio. And the TIME it takes to deliver that message works better in talk radio.
This is probably the most prejudiced comment I've seen on a message board. Much as I dislike PC terms, the best word to describe it is "ageism."
This is probably the most prejudiced comment I've seen on a message board. Much as I dislike PC terms, the best word to describe it is "ageism."
And most can recall when the NAB did not allow more than three spots in a row, or more than 18 minutes of commercial time.
I call the attention of the anti-Boomer crowd here to Zoomer Radio in Toronto (and its associated media properties) which make a healthy business out of targeting active seniors.
There are dozens of cable channels and HD sub-channels targeting seniors and apparently doing well at it. It's radio that is hobbled by prejudice being passed off as expertise.
He talks about commercials as being part of programming. He's right, and that's why some advertisers aiming for that demo create program-length commercials aka infomercials. They want their messages to stand out, and in the context of typical music programming, such as oldies or classic hits, their :30 messages simply become part of the stop-set. That's why that kind of programming isn't the right environment for the messages he's talking about. The right environment is talk programming. That's where those messages will fit with the environment. That's why talk radio programming can make more money for radio than oldies.
Imagine listening to an oldies radio station, and hearing all those great songs from your youth. All of a sudden the music stops, and commercials come on talking about funeral homes and drugs for prostate health. Talk about a rude awakening. Does that get you in the mood for buying something? Probably not.
But the real issue here, and Holland doesn't address it at all, is that the demo he's talking about HATES commercials. They HATE being sold products. When the phone rings and it's a sales pitch, they hang up. When the music stops and commercials start, they turn off the radio. They're not influenced by advertising. They prefer self-discovery. They prefer word of mouth. They prefer to have people they trust share information with them. That process works better in talk radio than it does in music radio. And the TIME it takes to deliver that message works better in talk radio.
Several years ago, CBS TV, which has become the oldest network in terms of average viewer age, wanted to do something about the network and major cable buying that specified 18-49 or some subset. They went to the agencies and their clients to push including 50-64 in the buy specs. After about three years, they keep trying but there are no major success stories and CBS cancels shows that deliver a predominance of 50+ viewers.
Exactly. Time and experience have shown the older listener that the advertiser is often exaggerating, sometimes to the brink of lying. Fortunately, there are always younger, more gullible listeners available and they are always Madison Avenue's prime target. When today's CHR listener is 60 and listening to Taylor and Arianna on his/her storage device and wondering why he can't hear their music on radio anymore instead of whatever "garbage" the current 18-34 crowd is listening to, Big A Jr. or David Eduardo Jr. will probably be there to tell him/her why. And he/she won't believe it and argue that the radio suits are wrong. And FrankBerry Jr. will close the thread, citing circular argument ...
A 30 year old is more likely to be buying furniture than a 60 year old.
Very true...I go to estate sales, and just about all the furniture I see was bought 40 or more years ago. Nothing new. It's all considered "antique," which is often the attraction these days.
Except for "60 Minutes," and just about all the ads on that show target 65-to-dead.Do those advertisers pay a premium for the network's one consistent winner, or does "60 Minutes" billing still underperform more youth-oriented CBS fare?
and before a comment of "copy used to be better" is posted, products that sold based on visual appeal ranging from many food products to cleaning products to apparel have never used radio unless as frequency building support for tv ads.
Think of the Viagra and Cialis ads. They do not talk about erections.